Apple says Steve Jobs ‘bet the company’ on the iPhone in Samsung case

Apple executive admits Steve Jobs ‘bet the company’ on the iPhone in drawn-out court case with Samsung

  • Apple and Samsung are back in court for the next phase of their patent trial
  • The hi-tech behemoths have been locked in a long-held legal battle since 2011 
  • Each party alleges that they stole key designs around smartphones and tablets
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It’s been eight years since the original iPhone was first released, but Apple still regards the device as one of the biggest risks it has ever taken – enough that it could have cost the whole company.

That’s according to Apple’s vice president of marketing, Greg Joswiak, who recently testified at the firm’s ongoing patent trial with top rival Samsung.

Apple and Samsung have been locked in a patent trial since 2011, with the former alleging that the Korean smartphone giant copied features used in the iPhone and the iPad. 

Samsung argues that Apple infringed upon patented features used in its tablets and phones. 

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Apple and Samsung are headed back to court to continue their long-standing patent trial. The iPhone maker alleges that Samsung copied key designs in their phones and tablets

Samsung was ordered to pay a little more than a billion dollars in 2012, but that amount was later lowered to roughly $340 million. 

Now, the company is appealing the damages in a new case, which began on Monday. 

Joswiak took to the stand and described how the iPhone and overall product design became embedded in the company’s DNA. 

‘That’s something that [Apple co-founder] Steve Jobs had created in the DNA of the company,’ Joswiak explained.  

The launch of the iPhone was a pivotal moment for Apple, he said. 

‘We were really risking everything that was making Apple successful at the time,’ Joswiak said.

‘We were really betting the company’.


Apple’s vice president of marketing, Greg Joswiak (pictured), testified during the first day of the trial, saying the original iPhone was a major risk for the company when it was released


Apple released the iPhone 4 eight years ago in 2010. The firm later sued Samsung for allegedly stealing key design elements in 2012 and ruled Samsung should pay $1 billion in damages

Had Apple not released the iPhone, it worried that mobile carriers could easily make the iPod obsolete by adding music to their phones, which served as a ‘gigantic threat’ to the company and its mainstay media player. 

Instead of releasing another flip phone or keyboard phone, Apple devised the iPhone, which revolutionized phone design and quickly took the market by storm. 

‘We weren’t trying to create something that was already on the market,’ Joswiak said.

‘We were trying to create something entirely new’. 

It’s not the first time Apple has made this argument in court. 

At a hearing in its 2012 trial, an Apple lawyer argued that the firm was ‘literally betting the company’ when it introduced the iPhone and was entering a ‘field dominated by giants’, i.e. the telecommunications giants, according to the Telegraph. 

In its latest trial, Apple has the burden of proof to prove that Samsung should pay the full $1 billion in damages.  


Apple has described how the iPhone and overall product design became embedded in the company’s DNA. Late co-founder Steve Jobs (pictured) made it a core part of the company

WHY ARE APPLE AND SAMSUNG LOCKED IN A PATENT TRIAL?

Smartphone rivals Samsung and Apple have been locked in a vicious court battle over allegedly stolen patents. 

The trial first erupted in 2011, just a year after Apple released the original iPhone 4.  

The two hi-tech behemoths went to court over the designs that have now become commonplace on most popular smartphones, with a court ruling in 2012 in favor of Apple.

At issue were design features by now familiar to consumers: a black, rectangular, round-cornered phone front, a surrounding rim, known as the ‘bezel’ and a grid of 16 colorful icon.


Samsung was ordered to pay over a billion dollars to Apple, but that amount was later lowered to roughly $340 million. Now, the pair are back in court for a new trial

Those design elements were protected, prompting the jury to award Apple all the profits from sales of smartphones containing those features, Samsung lawyers said in their filing. 

Samsung was ordered to pay over a billion dollars to Apple, but that amount was later lowered to roughly $340 million. 

Now, the company is appealing the damages in a new case, which began on Monday. 

In the latest trial, Apple has the burden of proof to prove that Samsung should pay the full $1 billion in damages.  

However, Samsung may have the upper hand, as a U.S. Supreme Court judge ruled in 2016 that it was unfair for the firm to have to pay the entire charge, when it only infringed upon parts of the iPhone, not the entire device. 

Samsung has argued that consumers have other reasons to buy a phone other than its original design.

The firm referenced data that shows why users bought Android phones over iPhones. 

About 48% said they wanted to remain with their current carrier, while 36% said they had more trust in the Google brand. 

When the iPhone first came out, it was limited to being carried by AT&T. 

Additionally, 30% wanted a larger screen, 26% were looking for better integration with Google products like Gmail and Google Docs, and 25% wanted turn-by-turn navigation, according to CNET.     

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